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阐述提升应用曝光率的四大方法

发布时间:2012-05-14 15:31:09 Tags:,,,,,

作者:Guillaume Bouchard

如今的应用商店中共有将近100万款应用,并且这些应用每个月的下载量更是多达10亿次。如此便为开发者的应用搜索工作创造了更大的挑战,对于他们来说如何从众多应用中突围有时候比开发应用还吃力。

对于搜索引擎优化(SEO)来说,应用搜索是一个等待突破的全新领域。

以下是关于2012年的一些全球移动领域的数据:

*全世界共有12亿手机网络用户

*美国有25%的移动网络用户只使用移动设备上网

*自2012年2月以来智能手机占所有手机总出货量的31.8%

*有四分之一的手机应用被下载后便无人问津

虽然应用领域正在飞速发展着,但是它的搜索能力却远远落后于非手机平台。手机市场营销将变得越来越具有竞争力,并且为了提高应用的曝光度,开发者应该重视优化策略的执行从而有效地维持用户留存率。

以下我将列出4个能够帮助你从众多竞争者中脱颖而出的方法:

1.应用商店优化

应用商店优化(ASO)是否是一种“新的SEO”?今天的应用商店受到许多新因素的影响,苹果在最近收购了应用搜索引擎Chomp,谷歌的Google Play也将Google+推荐作为应用商店排名的考虑要素之一,他们所采取的这些方法都显著改变了用户的应用搜索。

Peter van der Graaf列出了5大重要的手机应用搜索要素,分享了关于应用商店优化的相关技巧:

1.应用名称:你的应用名称必须包含一些搜索关键短语(如《Unblock me》[益智游戏])。技巧:应用名称的第一个字母越靠近“A”对于其位置排序更有帮助。

2.应用发行商:包含一些与应用发行商名称相关的关键词(如Zynga:[社交游戏服务])。

3.关键词和描述:包括关键词描述,元数据描述文本以及图像和视频。

4.安装:追踪各种安装和不安装数据以此了解人们是否喜欢你的应用。

5.评级和评价:要求玩家做出反馈并在网站,博客和论坛上对你的应用做出评价。

确保用户能够积极给予评价的有效方法便是使用Appirater(游戏邦注:提示用户给你的应用做出评价的工具)。而这些信息也可以根据不同条件反馈不同内容(例如一位用户下载游戏30天,并在此期间至少启动了游戏15次)。

Mobiledevvhq是另外一种有趣的服务,据称与手机SEOmoz工具一样有效,并创造了一系列能够兼容于iTunes/Google Play的ASO工具,以此追踪应用的排名并帮助它们定位在应用商店中的关键词。

mobiledevvhq-dashboard-sudoku(from searchenginewatch)

mobiledevvhq-dashboard-sudoku(from searchenginewatch)

2.社交媒体

社交媒体渠道能够帮助我们有效地提高用户意识和用户粘性。通过Twitter和Facebook以及点击付费(PPC)广告我们能够进一步扩大手机应用的覆盖率。

我们能够采取以下三种方法:

Facebook Connect

Twitter推广消息

手机PPC

Facebook Connect

在手机应用中设置Facebook Connect功能能够让我们将动态消息作为一种免费广告模式。开发者能够让玩家直接在他们的平台上与Facebook好友谈论游戏而以此提高用户粘性。

Twitter推广消息

twitter-promoted-tweets-hootsuite(from searchenginewatch)

twitter-promoted-tweets-hootsuite(from searchenginewatch)

Twitter已经宣布他们正逐渐开始运行面向手机平台的推广消息功能,并将使用各种标志去帮助玩家判断哪些推广消息与自己有关。而这些都取决于玩家自己的选择,即他们该如何处理推广消息,以及他们将如何回复等。

在Twitter上创造一大批忠实的粉丝,并与其他开发商互粉,保持彼此间的关注。手机游戏开发者能够在Twitter上的群组彼此帮助推广应用并分享销售和促销的心得。这就是有效的交叉推广功能!

手机PPC

基于点击付费的手机广告策略能够帮助你提高应用的曝光度和转化率。比起电脑游戏玩家,手机游戏用户更乐意点击广告,因为他们经常使用手机去寻找各种服务,如餐馆推荐,产品评价等。

3.博客评论

在手机推广领域中,传统的博客评述仍然是一种非常有帮助的方法。一个高知名度博客上的赞许评价将极有力地帮助你提高应用下载量。

一些主要的手机评论博客包括:

Touch Arcade

AppStorm

Ars Technica

Appolicious

AppGamer.net

AndroidTapp

Androinica

4.Chomp付费关键字搜索

Chomp是一个著名的应用搜索引擎,据称Kevin Rose(游戏邦注:社交新闻网站Digg的创始人)和Ashton Kutcher是他们的顾问。Chomp基于自动搜索提示功能以及基于功能而非名称的搜索方法重新定义了他们的应用搜索方式。所以Chomp很有可能最终成为一种全新版本的应用商店。

Chomp提供了关键字排序服务以及搜索查询趋势的月报,免费vs.付费比率,价格比率以及受欢迎分类等内容。而chomp.com中最有发展前景的功能应该就是Chomp搜索广告;与关键字分析,付费关键字搜索一起推动基于特定查询服务的应用的发展。

chomp-search-ads(from searchenginewatch)

chomp-search-ads(from searchenginewatch)

Chomp会推荐一些搜索关键字,并让订阅者可以对此进行出价。他们可以举办一些广告活动以选择标价和预算。

ASO是未来的SEO吗?

根据Global Industry Analysts数据显示,到2017年全球应用市场规模将达到1740亿美元。而应用商店优化将作为一大整体因素影响着这个不断扩展的手机市场的曝光度和进一步发展。

在应用搜索的完善方面,SEO已经占有了一席之地,并且经过不断的优化将能够更好地满足手机用户的需求。随着ASO工具的不断发展,它们将帮助开发者更好地完善手机体验,并创造出一整套严格的性能参数以衡量大量的用户信息。

这将帮助开发者明确如何提高用户粘性以及保持用户留存率,并使用这些数据创造出更棒、更新的应用。(本文为游戏邦/gamerboom.com编译,拒绝任何不保留版权的转载,如需转载请联系:游戏邦

4 Ways to Help Consumers Discover Your Mobile App

by Guillaume Bouchard

There are nearly 1 million apps available in the app store and 1 billion of them are being downloaded every month. This makes app discovery a lot more challenging for developers, perhaps an even tougher mountain to climb than creating the app itself.

For SEOs, app discovery is juicy new territory to break in to.

Here’s a glance at some of the global mobile stats for 2012:

1.2 billion mobile Web users worldwide

In the US 25 percent of mobile Web users are mobile-only

Smartphones represent 31.8 percent of all handsets shipped since February 2012

1 in 4 mobile apps once downloaded, are never used again

The app landscape is expanding rapidly, but its current lagging point when compared to non-mobile platforms, is search capability. Mobile marketing is becoming more competitive and to increase app visibility, brands with a mobile strategy should strongly consider implementing optimization strategies for ranking and maintaining a user-base through social media.

Here are 4 ways you can break through the gated app stores:

1. App Store Optimization

Is App Store Optimization (ASO) ”the new SEO”? Many new factors are influencing app store results and Apple’s recent acquisition of Chomp, the app discovery engine, as well as Google Play’s use of Google+ endorsements to influence app store rankings are evidence of a significant change in how users discover apps.

Peter van der Graaf shared some great tips on app store optimization with key recommendations for optimizing five important mobile app search elements:

1.App Name: Include a relevant key search phrase to your app name (e.g., Unblock me: [Puzzle game]). Tip: Apps starting by a letter closest to ‘A’ may also get better display.

2.App Publisher: Include keywords associated with publisher name (e.g., Zynga: [Social Games Services]).

3.Keywords and Description: Include keyword rich descriptions, meta descriptions text, images and video.

4.Installs: Track number of installs and uninstalls to learn why people do or don’t like your app.

5.Ratings and Reviews: Ask for feedback and get reviews on websites, blogs, forums.

One popular method for ensuring that an app’s user base is actively providing reviews is scripts like Appirater, which automatically prompts the user with a message asking for a review. This message can be launched based on specific conditions (e.g., a user has had the app for 30 days and launched it at least 15 times).

Mobiledevvhq is another interesting service to look into. They tout themselves as the SEOmoz for mobile and have created a series of iTunes/Google Play compatible ASO tools to track rankings and help position important keyword results in the app store.

Here is a screenshot of their dashboard:

2. Social Media

Social media channels are a great way to increase awareness and engage users. Promoting through Twitter and Facebook as well as pay-per-click (PPC) advertising can help amplify the reach of your mobile app.

Three avenues you can take are:

Facebook Connect

Twitter Promoted Tweets

Mobile PPC

Facebook Connect

Integrating Facebook Connect to mobile applications is a key way of generating free advertising via the news feed. Developers can get people talking about their app with Facebook friends directly on their platform and increase engagement for the application.

Promoted Tweets

Twitter has announced that it is slowly beginning to rollout Promoted Tweets for mobile and will use a variety of signals to determine which Promoted Tweets are relevant to users. These will be based on who/what the chooser decides to follow, how they interact with a Tweet, what they retweet, and more.

Build a following on Twitter and connect with other mobile developers. There are members-only Twitter groups for mobile game developers to help each other promote apps and spread the word about sales and promotions. Cross promotion works!

Mobile PPC

A well-optimized paid mobile advertising plan via pay-par-click can increase your visibility and rate of conversion. Mobile users are more likely to click on ads than their desktop counterparts, mainly because they are using their phones when seeking services, like restaurant recommendations, products reviews etc.

3. Blogger Outreach

Traditional blogger outreach is still a very powerful avenue in the mobile promotion space. A favorable review on a popular blog can spike and sustain downloads quite dramatically.

Some major mobile review blogs include:

Touch Arcade

AppStorm

Ars Technica

Appolicious

AppGamer.net

AndroidTapp

Androinica

4. Chomp Paid Keyword Search

Chomp is a popular app discovery search engine that claims (Digg’s) Kevin Rose as well as Ashton Kutcher among its board of advisors. Chomp is redefining app search with auto search suggestion capabilities and search based on function rather than just names. There is a good chance that Chomp will eventually become a new version of the app store.

Chomp offers keyword rankings and monthly reports with detailing search query trends, free vs. paid ratio, price ratios and popular categories. The most promising feature of chomp.com is Chomp Search Ads. Along with keyword analytics, paid keyword search is available to promote apps based on specified queries.

Chomp recommends search terms, which subscribers can bid on. They can set up campaigns choosing bid price and budget.

ASO: The Future of SEO?

The global app market will be worth an estimated $174 billion by 2017, according to Global Industry Analysts. App store optimization will be an integral factor affecting visibility and growth in the ever-expanding mobile market.

SEO is already playing an important role in the improvement of app search and will continue to be refined to meet the demands of a mobile user-base. As ASO tools become increasingly available to developers, they will be able to improve the experience for mobile, working off a set rigorous performance metrics that can measure a wealth of user information.

This will help app developers identify how to better engage and retain their app user-base and use this rich data to create better upgrades and apps in the future.(source:searchenginewatch)


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